I’ve got a number of points that I want to make about the New Coke fiasco.

First, a warning about market research that focuses on one customer attribute – in this case taste – but ignores the whole buying decision and experience. The question forces a conscious preference when much of the buying decision may be made unconsciously.

Second, Coca-Cola’s marketing had set themselves up for a fall. They’d spent a fortune on advertising to convince consumers that Coca-Cola was the real thing and then they took it away. No wonder there was a strong emotional attachment which created a huge sense of loss and outrage.

Third, the controversy sent Coca-Coal’s sales through the roof. it totally reinvigorated the brand in a way that’s difficult to see how any marketing strategy or tactic could have done. Very embarrassing for the top management but very rewarding for the shareholders.

It seems that better isn’t always better.

Preference is both complicated and fickle.

That’s why I believe you should aim to be different.

Paul Simister is a business strategy coach who helps small business owners to profit from differentiating their businesses, being distinctive in the eyes of their customers and standing out in a crowded marketplace.